Explain the concept of segmentation, targeting and positioning for a product of your choice? (6 marks)

How would evaluate the commercial attractiveness of market segment? (4 marks)

You are newly appointed as a Marketing Managers in a publishing company and have been given specific responsibility for a new product launch. In this respect, you have been given a budget to conduct marketing research prior to launch.

Explain how you would plan and conduct the marketing research by specifying the stages in your research plan? (6 marks)

Describe briefly the five steps consumers go through when purchasing high-involvement products or services and what are the marketing implications of this purchase process? (4 marks) Total marks 20